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The successful implementation of mass customization lies on reengineering technology and management methods to organize the production. Especially in assembly phase, various product con figurations, due-time penalties and order-driven strategy challenge the traditional operation and man agement of assembly lines. The business features and the operation pattern of assembly line based on mass customization are analyzed. And the research emphatically studies various technologic factors to improve customer satisfaction and their corresponding implement methods in operating assembly line.In addition, the models are proposed for operating assembly line under dynamic process environment in mass customization. A genetic approach is developed to provide the optimal solution to the models.The effectiveness of the proposed approach is evaluated with an industrial application.